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Background
The ‘Name is Barossa’ is a joint venture
created in 1997/1998 to provide a much
needed boost to awareness and demand
for Barossa wines in some of the major
international markets.
Members included: Bethany Wines,
Henschke Wines, Royale Champagne
Enterprises Pty Ltd (Trading as Irvine
Wines), Rockford Wines, Turkey Flat,
Glaetzer Wines, Langmeil Wines,
Kroemer Estate (Trading as Stanley
Brothers), Elderton Wines, and Veritas
Wines.
The Barossa Wine & Tourism Association
coordinated and managed the joint
venture.
The original Chairman of ‘Name is
Barossa’ was Geoff Schrapel from
Bethany wines, who was succeeded by
Richard Lindner from Langmeil wines
in 2001.
Challenge
-
To create an awareness and demand
for Barossa wines in major international
market
-
To increase sales in these markets for all
members of the joint venture
- To maintain and increase price points
on the premium and super premium
wines produced by its members and so
maximise the yield on every bottle sold
- To encourage visitation to the Barossa
so customers would experience the wine
making process, develop a loyalty for the
region, and become brand ambassadors
Solution
Export Solutions was involved in the
establishment of this joint venture, providing
professional expertise and advice on its
formation.
They worked closely with the group to
prepare an international marketing plan
and the contract agreement for the ten
parties. Export Solutions also cut through
the bureaucracy and red tape to obtain
approved joint venture status for the group
from Austrade.
This was the first joint venture of its kind in
the wine industry.
How it works
-
Export Solutions prepared and lodged
the Export Market Development Grant
(EMDG) application each year and
successfully obtained grants for the joint
venture over its five year duration
-
The use of the EMDG KitSM and ongoing
advice and systems ensured preparation
of the grant application in a timely
manner, allowing the wineries and the
Barossa Wine and Tourism Association to
concentrate on their marketing activities
Some issues
One of the key issues in the success of this
project was to manage the joint venture
partners and their various viewpoints and
goals. Export Solutions experience and
network enabled the group to fast track
approval for the joint venture status.
Key benefits
- The 'Name is Barossa' joint venture was
very successful as a landmark winery joint
venture for Australia. The Barossa is now
one of the most recognised new world
wine regions
- Visitation to the region increased over the
5 year period, particularly from the USA
and Europe
-
The collective annual export sales for the
wineries in the joint venture grew from
$1.4 million in 1998 to over $5 million
in 2002
-
The Joint Venture received EMDG grants
totalling $250,000 over its 5 year life
The future
Each of the former members of the joint
venture are now successful exporters, and
continue to access the EMDG scheme as
individual clients of Export Solutions.
Participation in the joint venture provided
these small wineries the opportunity to
develop export sales by travelling to the
markets and undertaking promotional
activities. It also allowed them easier access
to the EMDG program.
Quote from the client
'Participation in the 'Name is Barossa' joint
venture encouraged wine producers in the Barossa to work together and successfully
target international markets. We were
grateful for the support provided by Export
Solutions in establishing the joint venture
and managing our EMDG claims for the five
year period.' |
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